Tactical deduction of virtual operation

Absrtact: In recent days, as more and more resale enterprises to launch their own brand and strategy, from the Ministry of Industry, operators, reselling enterprises to academia and the media sector, the attitude of virtual operations are undergoing drastic changes. What has led to these changes is that the resale companies seem extremely

In recent days, as more and more reselling companies have launched their own brands and strategies, attitudes towards virtual operations are changing from Ministry of industry, operators, resale companies to academia and the media.

What makes these changes is the seemingly wolf tactics of the resale business.

The resulting problem is: resale enterprises should emphasize service, focus on users, or more should emphasize the price, as soon as possible to enlarge the user volume??

The problem has become a key choice for virtual operators.

Most people in the traditional telecommunications field, as well as practitioners or analysts who study the experience of overseas virtual operations, are more inclined to focus on segmentation.

But there are those who, in particular, are more likely to emphasize prices in order to increase their attractiveness to users and increasingly translate them into action.

Why??

China's national conditions, environment and foreign differences are huge, experience directly to do not work, this is the consensus in the industry.

But as we all know, until now, the resale enterprises are still highly dependent on the three operators, so in the strategic strategy of the resale of enterprises, operators of the attitude of the pre-judgment and response, should be a very important variable.

At the same time, up to now, the cost of the resources that the resale company gets from the operator is not cheap, and if the strategy is adopted, it is likely to be a huge loss.

Supposedly, the resale companies should be cautious and avoid stimulating operators, why still take more aggressive strategy??

My understanding is:?

1, with the Ministry of Industry's earliest expected pilot period of 6 operators (2 of each operator) different, as the actual situation exceeded expectations, the resale of more than 26 enterprises, can be expected to market competition will be highly intense, forcing the resale companies to start with a false start and radical strategy to seek a first mover.

2, the telecommunications industry is the scale of the king, only rapid expansion to obtain enough users, in order to amortize the operating costs of the system, competition for market-leading "potential", the price must become a sharp weapon.

3, most of the resale business owners, are "professional managers" identity, the need to use the scale of performance to prove their own value, rather than steadily consolidate the foundation, so inferior to the cost of a gamble.

4, many resale business owners are from operators, or from operators have dug horns, self-relationship enough to survive the operator's counterattack, after all, even if the operator to do means, it is not possible against the public to enter the general trend and supervision of the will, it is impossible to kill in the whole range, as long as the relationship than other resale enterprises strong, natural someone to do my block sheep. Really not, can also take a thorough refuge in a certain operator as the price, in exchange for living space.

5, Chinese users are more accustomed to voting with their feet, so in the tariff policy, does not necessarily need to pay how big actual discount, only need to carry on some "micro-innovation" in the business model, the product mix strategy, even just play some product strategy and propaganda on "camouflage", can let the user feel, than the three big operators "much cheaper".

6, as an industry name Bo said, even before the opening of the people's capital, in order to humiliate the opponents of mutual play against the vicious competition, stepping on the head of the peer to do performance, is already the normal state of the telecommunications industry.

As for the future situation, my judgment and suggestion are:?

1, resale enterprises before the high-profile, especially the radical strategy, has triggered a high level of attention from regulators and operators, the attitude from more biased to more conservative, as far as I understand, there have been a number of operators at the top of the turnover of business attitude change, whether it is the loss of human resources dissatisfaction, or for resale of the menacing instinct vigilance, Will the future be more conservative?

In this regard, there are already some signs, such as the intervention of the competent authorities, some industry outside the criticism, there are personnel shocks. Rumor is that there are predecessors to plant trees to pick peach, but as far as I know, the power of the peach-picking is not enough to affect the decision makers, this is still a complex of factors.

Under the existing 170th segment distribution mode, the positioning difference between the resale enterprises will interfere with each other, and the value of differentiation will be difficult to be reflected by the special number as 1390. Resale enterprises should not pay too much attention to the "170 concept", but should highlight its own business differences characteristics.

3, as long as within the controllable level, resale enterprises through the price war for the operators of the stock users, this tactic is feasible, but not in the propaganda directly targeted at operators in order to avoid intensification of contradictions, recently a resale enterprises "can't play Tiger, on the rule of the overlord" Weibo is the negative case.

4, in the long run, the communication industry price war is now in progress, virtual operators into the bureau is naturally more inevitable. In this sense, the subdivision is the core value of the resale enterprise, but in any case subdivision, must be prepared for price war.

5, from the current situation, the market competition will be more intense than the parties previously imagined, in addition to the reaction speed of the people's capital to the market, the Ministry of Industry should make clear the perfect rules of the inheritance between the assets and the users in the cases of mergers and acquisitions, equity participation and even bankruptcy, and avoid the future by surprise.

6, the virtual operators should seize the mobile phone terminals, mobile internet manufacturers and even mobile payment and other industrial value chain between the strategic cooperation resources.